The Use Of Gamification In Higher Education Marketing

Gamification is the practice of applying game elements and mechanics to non-game contexts, such as education or marketing , to increase engagement and motivate users to take desired actions.

It is a powerful tool that has been gaining popularity across industries due to its ability to enhance user engagement and loyalty.

According to a report by Mordor Intelligence, the global gamification market is expected to reach $30 billion by 2026, growing at a CAGR of 27% from 2021 to 2026.

In recent years, higher education institutions have also begun to use gamification as a marketing strategy to attract and engage prospective students.

Gamification in higher education marketing involves incorporating game elements, such as points, badges, and leaderboards, into marketing campaigns, recruitment events, and learning experiences.

The use of gamification in higher education marketing has been shown to increase student engagement and motivation, resulting in higher retention rates and academic success.

A study by the University of Colorado Denver found that incorporating gamification elements into an online course increased student participation and completion rates by 15% and 25%, respectively.

What is Gamification?

Gamification is the application of game elements and mechanics to non-game contexts, such as education, marketing, and healthcare, to enhance user engagement and motivation.

The basic principles of gamification include setting goals, providing feedback, creating challenges, and offering rewards.

Gamification has been used in various industries to enhance user engagement and motivation. For example, fitness apps often use gamification elements such as points, badges, and leaderboards to motivate users to achieve their fitness goals.

Similarly, loyalty programs use gamification to incentivize customers to make purchases and engage with the brand.

One of the main benefits of gamification is that it can increase user engagement and motivation.

According to a report by ResearchAndMarkets , the global gamification market is expected to grow from $7.98 billion in 2020 to $30.71 billion in 2026, at a compound annual growth rate (CAGR) of 25.7%.

Businesses and organizations can benefit from gamification in a variety of ways. For example, gamification can be used to increase employee engagement and productivity by incorporating game elements into training programs and performance evaluations.

A study by TalentLMS found that 83% of employees who received gamified training felt motivated, while only 61% of employees who received non-gamified training felt motivated.

Gamification can also be used in marketing to increase customer engagement and loyalty. For example, Sephora's Beauty Insider loyalty program uses gamification elements such as rewards and badges to incentivize customers to make purchases and engage with the brand.

As a result, the program has been highly successful, with over 17 million members as of 2020.

Gamification in Higher Education Marketing

Gamification is increasingly being used by higher education institutions to attract and engage prospective students.

By incorporating game elements into marketing campaigns, recruitment events, and learning experiences, institutions can create a more engaging and memorable experience for prospective students.

One example of how gamification has been used in higher education marketing is through virtual campus tours. With the COVID-19 pandemic limiting in-person visits, many institutions have turned to virtual tours as a way to showcase their campuses.

By incorporating game elements such as scavenger hunts and quizzes, institutions can make the virtual tour more engaging and memorable for prospective students.

Another example of how gamification has been used in higher education marketing is through recruitment events. For example, a university might create a game or challenge for attendees to complete during a campus visit or virtual event.

This can help to create a more interactive and engaging experience for attendees, and can also help to build a sense of community among prospective students.

The benefits of using gamification in higher education marketing are numerous. For one, gamification can help to increase student engagement and motivation, resulting in higher retention rates and academic success.

A study by the University of Colorado Denver found that incorporating gamification elements into an online course increased student participation and completion rates by 15% and 25%, respectively.

Gamification can also help to differentiate an institution from its competitors. With so many institutions competing for the same pool of students, it can be difficult to stand out.

By incorporating game elements into marketing campaigns and recruitment events, institutions can create a more memorable and engaging experience for prospective students, helping to set themselves apart from their competitors.

Examples of Gamification in Higher Education Marketing

There are numerous examples of how higher education institutions have used gamification to enhance their marketing efforts and engage with prospective students.

One example is the University of Waterloo's "World of Waterloo" game, which was created to showcase the university's campus and programs to prospective students.

The game takes the form of a choose-your-own-adventure story, where players make decisions that affect the outcome of the game . By playing the game, prospective students can learn about different programs and services offered by the university, while also getting a sense of the campus culture and community.

Another example is the University of Wisconsin-Madison's "Badger Quest" game, which was created to engage with admitted students during the summer before they started classes.

The game took the form of a scavenger hunt, where students had to complete various challenges related to campus culture, traditions, and history. By participating in the game, students were able to connect with their peers and learn more about the university before starting classes.

A third example is the University of Sydney's "Escape the Museum" game, which was created to engage prospective international students. The game takes the form of an interactive puzzle, where players have to solve clues related to the university's history, culture, and academic programs.

By playing the game, prospective students can learn more about the university's offerings and get a sense of what it would be like to study there.

The results of these gamification initiatives have been largely positive. The University of Waterloo's "World of Waterloo" game was successful in attracting new students to the university, with over 10,000 unique players in its first year.

The University of Wisconsin-Madison's "Badger Quest" game helped to increase engagement with admitted students, with over 800 participants in its first year.

The University of Sydney's "Escape the Museum" game helped to increase engagement with prospective international students, with over 4,000 plays in its first six months.

Best Practices for Gamification in Higher Education Marketing

When it comes to using gamification in higher education marketing, there are a number of best practices that institutions should follow in order to achieve the best possible outcomes.

One important factor to consider is understanding your target audience. It's important to tailor your gamification efforts to their needs and preferences in order to ensure maximum engagement.

For example, if your target audience consists of younger students, you may want to focus on more visually appealing and interactive game elements, whereas if your audience is primarily made up of working professionals, you may want to focus on more practical and career-oriented gamification elements.

Another important best practice is to keep your gamification efforts aligned with your institution's overall marketing goals and objectives.

This means focusing on elements that are relevant to your institution's programs, culture, and values, and ensuring that the game experience is consistent with the institution's branding and messaging.

Additionally, it's important to measure the success of your gamification initiatives in order to assess their effectiveness and identify areas for improvement. This can be done through various metrics, such as engagement rates, click-through rates, and conversion rates.

It's also important to gather feedback from players in order to gain insight into their experiences and identify areas for improvement.

Other best practices for gamification in higher education marketing include incorporating social elements, such as leaderboards and sharing features, providing rewards and incentives for players, and ensuring that the game experience is user-friendly and accessible.

Challenges and Considerations for Gamification in Higher Education Marketing

While gamification can be an effective marketing tool for higher education institutions, there are also potential challenges and limitations that should be considered.

One challenge is the potential for students to become overly focused on the game elements and lose sight of the actual academic goals.

This can be addressed by ensuring that the gamification elements are designed in a way that supports academic success rather than detracting from it.

For example, incorporating game elements that encourage study habits or provide resources for academic support can help to keep students on track.

Another challenge is the potential for gamification to be perceived as trivializing or trivializing academic pursuits.

This can be addressed by ensuring that the game elements are designed in a way that respects the seriousness of academic pursuits and emphasizes their importance.

Additionally, institutions can communicate the educational value of the gamification elements and the academic outcomes they are designed to support.

Ethical considerations should also be considered when using gamification in higher education marketing. For example, institutions should be transparent about the data they collect through gamification and how it will be used.

They should also ensure that they are not exploiting students for marketing purposes or unfairly influencing their behavior.

Despite these challenges and considerations, gamification can be a valuable tool for higher education marketing.

By carefully designing gamification elements to support academic goals and ensuring transparency and ethical practices, institutions can leverage gamification to drive student engagement and ultimately promote academic success.

To Conclude

In conclusion, gamification can be a powerful tool for higher education marketing, providing numerous benefits such as increased engagement, motivation, and retention.

It can also offer a fun and unique way to promote academic success and help institutions stand out in a crowded marketplace.

However, there are also potential challenges and limitations that must be considered, such as the risk of trivializing academic pursuits or exploiting students for marketing purposes.

To address these challenges, institutions must carefully design gamification elements to support academic goals and promote ethical practices. It is also crucial to understand the target audience and tailor gamification efforts to their needs and preferences.

By measuring the success of gamification initiatives and implementing best practices, institutions can leverage gamification to drive student engagement and ultimately promote academic success.